- Plan for
- Development of
- BETTER LIVING
actively associated with international exhibitions for thirty
years, including the Chicago Century of Progress, the New York
World's Fair of 1939 and other World's Fairs in Dallas, San Diego,
San Francisco and Brussels. He designed and directed the U.S.
Government exhibits at the Dallas Fair in 1938 and the New York
World's Fair in 1939-40. Mr. Burdick also designed the Freedom
Train, and the "Alert America" Caravans for Freedoms
Foundation. He directed the forthcoming major exhibit of the
American Iron and Steel Institute at the Museum of Science and
Industry in Chicago, the Perisphere and the City of Light, at
the previous New York World's Fair, as well as over fifty major
exhibits at this showing.
The BETTER LIVING BUILDING is not to be confused with a collection
of showrooms, or an ordinary trade show. Everything in it is
to be dramatic and exciting, and the whole will have a continuous
flow. Each exhibitor, large or small, will present the overall
picture of his contributions to BETTER LIVING in all its exciting
The public will be transported by escalator directly to the
third floor where outstanding entertainment and "Outdoor
Living" will be presented. The Public will then gravitate
to the second and first floors, passing through the exhibits
on these floors rather than down aisles, as in Trade Show technique.
All spaces in the building will thus be subjected to the major
The total cost of the space for the two-year period
will be $70.00 per square foot. It has been established that
payments may be arranged over a period of five years, with a
small percentage at the time of signing the contract, and progress
payments in 1962, 1963, 1964 and 1965.
After signing the contract and making the first payment, the
exhibitor will be free to determine his own theme and his own
presentation, choose his own design organization and his own
exhibit builder. The BETTER LIVING BUILDING Board of Review will
approve all designs and installations with the best interests
of exhibitors in mind, and where requested, will recommend competent
exhibit designers and builders.
The rental contract for the space will include: design and
construction of the building; all general interior decorating
and outside landscaping; outstanding entrance features; specially
produced live shows; all general building insurance; all general
areas maintenance and guard service; permanent building management;
air conditioning, heating and winterizing; special independent
BETTER LIVING THEME promotion and publicity; an exclusive club
for exhibitors and their guests; and, demolition of the Building
after the Fair.
As space will be assigned on a priority basis, and as building
construction will start early in 1962, it is suggested that interested
exhibitors communicate with us as soon as possible.
ON April 22, 1964, the New York
World's Fair will open at Flushing Meadow Park. In the two years
of the Exposition, a minimum of 70,000,000 people are expected
to pass through the turnstiles.
It is estimated that the cost of the Fair and related improvements
will total about $1,000,000,000, making it the first billion
dollar enterprise in World's Fair history. Of this huge sum,
about $550,000,000 will be spent by participants, exhibitors
To make space available for company and association exhibitors
not wishing to construct, maintain and service their own individual
or collective buildings, Edward H. Burdick Associates are constructing
and will manage a major building based on the theme of BETTER
The BETTER LIVING BUILDING will be the largest in the Industrial
Area, and as indicated on the opposite page, it will occupy one
of the prime locations at the Fair, adjacent to the Main Bus
Terminal, on all types of public transportation, near several
automobile parking areas, and the new Van Wyck Expressway will
pass directly by the area.
The site is approximately 3.44 acres of which the three story
building will occupy more than two acres. The rental of the ground
space from the Fair is $1,2000,000, of which cost the first payment
of $300,000 has already been made. The usable floor areas in
the building are expected to total about 240,000 square feet,
above grade, allowing unrestricted passage under the building
to the gardens and 24,000 square foot lake area at the rear of
the plot. This water area will be the only informal lake in the
entire Fair grounds.
A 10,00 square foot private club for exhibitors and their
guests will be maintained on the roof of the building, from which
a commanding view of the entire Fair can be seen.
Preliminary estimates indicate that the construction costs
of the Building will be about $7,000,000. The cost of the live
entertainment is estimated at more than $500,000. Construction
and operation of the building, design, construction and installation
of the exhibits of the various participants, and operation and
maintenance costs are expected to total in excess of $35,000,000.
Edward H. Burdick, President of Edward H. Burdick Associates,
Inc., who developed the project, and is directing its operation,
has been well-known in the field of exposition design and showmanship
for many years. He has been